But as I was reading, I was struck how Chayka and others like him miss the opportunity to write for publications outside of media companies. They limit their outlets (and income) by not considering content marketing as part of their writing portfolio.

So how do you create great content? How do you understand your buyers, create compelling content that educates, informs, and entertains them, and then how does that content drive action and grow business? And what are the implications for ROI?

The very clever Ann Handley has a new book due out in the next few days. I’ve seen an early copy and it is terrific.

Everybody Writes is your go-to guide to creating ridiculously good content to market you and your business.

With wisdom and an infective wittiness, Ann shows you how to take your writing from awkward or awful to electric or elegant. She’s your favorite teacher, cracking you up while her tough love gets you to do the work to improve.